With the expansion of Starwood Preferred Guest (SPG) Keyless at a number of Starwood hotels, an innovation since 2014, key cards could soon be a thing of the past. As the industry’s first truly mobile, keyless entry system, guests can use smartphones as a key to their hotel room. This feature could shift hotel technology. SPG Keyless now allows guests sharing the same room keyless entry access by downloading the app and creating an SPG account. “SPG Keyless is literally opening doors for SPG members,” said Alyssa Waxenberg, vice president of mobile at Starwood Hotels & Resorts. Waxenberg adds that this also benefits hotel staff, allowing them to better engage with guests, focusing on more ways to personalize guests’ stays.